Waiting isn't what it used to be. For example, the term "online retailer" is swiftly becoming a redundancy: if you are a retailer, then you are an online retailer. And if you're not, then you're ceding untold sales to your competition. Innovate or be left behind.

So, back to dinosaurs and what you're hearing. That loud noise you haven't heard but experts are hearing is Google, who has just started to flex its retail muscles. Google knows today's consumer loves to comparison shop, loves images, and is demanding more data than ever.

The econsultancy.com article does a good job of detailing the steps you'll need to follow to deal with the enormous carnivorous beast standing behind you. But you do have an alternative - Edgenet, who handles the five steps proscribed along with a lot of proprietary product data magic that makes us the best.

There's a reason Google has partnered with us to directly send them product data. Innovators hear what's coming long before it's gaining on you.